[Source: Dahe.com] The "Silver-haired Pet Drama" that became popular as soon as it went online. Pictures\Guo Han Top News·Henan Business Daily reporter Wang Jiahuiwen/Pictures "Flash marriage" and "rich family" are common keywords in the literature of hegemons, paired with What k

The "Silver-haired Pet Drama" has been popular since its launch. Drawing\Guo Han

Top News·Henan Business Daily reporter Wang Jiahuiwen/Picture

"Flash marriage" and "rich family" are common keywords in the literature of hegemons, paired with What kind of sparks will this seemingly unrelated group of "middle-aged and elderly people" create?

Recently, the middle-aged and elderly love short drama "Flash Marriage My Wife Is a Rich Family" was launched online, attracting a large number of middle-aged and elderly viewers.

A reporter from Top News·Henan Business Daily inquired about relevant data and found that in just 10 days after the show was launched, the number of views on related platforms exceeded 400 million, and the number of Douyin topics exceeded 2.5 billion.

Dangbazong’s literature has spread to the middle-aged and elderly people. Why has it attracted such high attention?

Short dramas for middle-aged and elderly people have become the "new traffic password" in the short drama market

"The female protagonist saved the male protagonist's child when he was in trouble, and with the help of the child, she got married to the male protagonist. In the end, she found out that the husband of the flash marriage was from a wealthy family, and the male protagonist's The child turned out to be his lost daughter. "What was the first thing that came to mind when you saw this plot setting? A beautiful young heroine, a handsome and domineering CEO, or a smart and clever child?

But what would be the effect if the male and female protagonists in the play were changed into middle-aged and elderly people? Ms. Wang, who was born in the 1970s, told reporters: "I didn't expect that I could be the heroine in a short play. In the short plays I watched before, actors my age played vicious stepmothers who bully the heroine."

QuestMobile data shows that in March 2024, the overall network penetration rate of people over 50 years old reached 26.5%, and the population size reached 320 million people. The middle-aged and elderly people are receiving increasing attention from the short drama market.

When various short drama companies are focusing on young people and repeatedly creating facial-style plots around "counterattack", "rebirth" and "overlord", etc., which makes young audiences aesthetically tired, middle-aged and elderly short dramas have opened a new competition. Tao, this scarcity brings a sense of freshness to the audience and becomes the "new traffic password" of the short drama market.

"Compared with young people, middle-aged and elderly people have fewer entertainment alternatives and more free time. They have always been the main audience in the payment market and are more willing to pay for short dramas." The author of the popular short drama "Invite Her In" Screenwriter Zhang Jingsi analyzed, "During the Spring Festival this year, there was an explosion of short dramas that young people liked, and young people also had a good willingness to pay during the Spring Festival. However, after the Spring Festival, young users continued to lose to other entertainment alternatives."

Providing emotional sustenance is the original intention of creating short dramas for middle-aged and elderly people

Riga believes that transplanting "Boss" into love short dramas for middle-aged and elderly people is familiar. However, in order to resonate with middle-aged and elderly people, simple age analysis cannot Panning requires "aging-appropriate" creation. Compared with young people, middle-aged and elderly people pay more attention to family, children's education, self-worth and other content. Only these things that actually surround them will give them a sense of belonging.

For example, in "Flash Marriage My Wife Is a Rich Family", the heroine Shi Xiaoxiu said when she and the hero Lei Zhiyuan went on a blind date for the first time: "At my age, I don't want to be rich and wealthy. I just want to live a stable life." After the male protagonist Lei Zhiyuan clarified his identity, he said: "I don't lack a house and a car, but I lack a woman to live a down-to-earth life." In addition, the middle-aged and elderly people pay more attention to the opinions of their children, but they will also stick to their own choices. .

The short drama market for middle-aged and elderly people urgently needs to be standardized

Although the short drama market for middle-aged and elderly people is a blue ocean, there are also many risks for the middle-aged and elderly people who are not proficient in using mobile phones. In January 2024, the China Consumers Association and other organizations released the "Hot Topics of Public Opinion on Consumer Rights Protection in the Fourth Quarter of 2023", which pointed out several major issues that infringe on consumer rights, among which short video platform micro-short dramas induce payment.

In addition, some short plays are very suitable for the emotional needs of middle-aged and elderly people, and can easily resonate with middle-aged and elderly people, and even cause many middle-aged and elderly people to become addicted to the virtual online world.

Today, the short drama market is gradually becoming standardized.In June 2024, the State Administration of Radio and Television implemented a "classified and hierarchical review" of micro-short dramas. Micro-short dramas that have not been reviewed and filed are not allowed to be disseminated online, helping micro-short dramas gradually move from high traffic to high quality. After the barbaric growth stage, short plays will eventually move towards the stage of quality and standardization.